Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
What is Tone of Voice (TOV)?
TOV is the type of vocabulary used to communicate a brand’s message, which is often attributed an adjective like professional, friendly, or empowering. It essentially encapsulates the communication style of a brand.
It’s particularly important as it influences how audiences perceive and engage with the brands they support. We see clear examples of the kind of emotional or subconscious responses that brands are able to evoke, just through the way they communicate.
A key example is Nike, with their “Just do it” slogan. It’s to the point, motivational, but also slightly blunt. It works to empower and enthuse, whilst treading the line between being slightly bossy and commanding. But it works. It prompts customers to feel empowered and capable, and it’s clever how Nike communicates such a strong message in just three words.
Similarly, Lidl champions its “More to Value” messaging, which is again simple but a really strong communicator. It’s direct, and separating emotion from fact works. It reinforces Lidl’s position as a straightforward, affordable option, helping to build trust with customers. After all, there is often nothing more frustrating than a brand being all talk, with no real follow-through on its promises.
So, Does TOV Really Matter in Marketing?
Yes, TOV absolutely matters when it comes to marketing strategies. A disjointed TOV sends audiences mixed signals; it doesn’t capture the thoughts, position or values of a brand, which makes connecting with and investing in them much harder to do.
A study by NN Group found that the tone of voice used by a brand can influence how trustworthy and desirable it appears to users. In the study, trustworthiness accounted for 52% of the variation in users’ brand desirability ratings. This is a clear indicator of the relationship between how a brand communicates and how audiences perceive it. It also reinforces the importance of TOV as part of a marketer’s communication strategy.
Picking the right tone of voice for a brand’s messaging, goals, values, and identity is just as crucial as keeping a consistent TOV.
How does TOV help convert audience members into customers?
As we’ve touched upon, TOV is an incredibly effective tool for building trust. As trust is built, audiences feel safer and see a brand as more reliable, increasing the likelihood of them converting into customers.
Communication is the bridge between a brand and its audience. Being able to convey a message in a way that resonates with or engages them encourages engagement overall.
What often sets brands apart from others is their way of conveying style and voice. It’s an opportunity to be unique and stand out. TOV is often part of creating a recognisable brand identity, and a recognisable personality helps your brand differentiate itself from others, giving customers another reason to choose you.
How should a business develop its TOV?
The basis for developing a TOV is understanding who your brand is, what kind of message you want to communicate, and who it is that will receive the message (the audience). Knowing who you’re speaking to will help you tailor the tone to cater to them.
Defining your brand personality is also an essential step in creating a tone of voice. Identify a few adjectives that reflect how you want your business to come across, such as knowledgeable, relatable or factual.
Then apply it consistently. Make sure your tone is recognisable across different channels, even when adapting your messaging to suit the platform. Inconsistency is where customers can start to feel like they don’t recognise or understand the difference across platforms.
Ultimately, TOV is more than just the words a brand uses. It’s about how those words make your audience feel and the impression they leave behind. Getting it right can help build trust, strengthen brand recognition and give customers a reason to choose you over the competition. When it comes to conversions, how you communicate your message can be just as important as the message itself.
